What is digital marketing?

If you have a website or an online store, you have certainly already heard of it: digital marketing. It has simply become essential for growing a business on the Web. Whether you need to develop a digital strategy, set up a communication campaign or improve your visibility on the web, it is the answer! But what is it? What is his goal? Here we go, we explain everything to you!

A digital strategy for the web

Unlike web marketing, digital marketing is a set of marketing, sales and advertising techniques which, combined, make it possible to define a digital strategy.

Inspired by traditional marketing, these methods have been adapted to meet the needs of the new distribution medium that the Net has become.

Establishing a communication plan designed for the Internet serves to:

• Stand out from your competitors.
• Increase your turnover by generating business online.
• Become an indispensable player in the sector by boosting your notoriety.
• Promote your product or service online.

This combination of practices offers the possibility of better selling, better communicating or even better retaining your customers. In addition, applied to the different channels that make up the Web (social networks, website, etc.), it creates a synergy between them for greater efficiency.

The objectives of digital marketing

In order to meet these expectations, digital marketing will display specific objectives.

Create a lever for growth by accessing a new market

Indeed, having visibility on the Web is undoubtedly a lever for growth. By highlighting your brand on the web, your company then accesses a very large-scale market. As a result, it will reach new people who may not know the brand, or who do not use this channel to make a purchase. Plus, you can promote your services and products around the world, 24/7. As a result, you increase your turnover while controlling your costs!

Developing a brand image

Your presence on the web will allow you to create an image for your brand thanks to a showcase or e-commerce site. Insofar as the latter is regularly supplied with quality and well-optimized content, your company will quickly gain notoriety and will at the same time become an ambassador for your sector.

Maintain customer relationship

Having an existence on the Internet also means maintaining a good relationship with users through online customer support, thereby creating a more individualized link with prospects.

“The best advertisement is a satisfied customer. –Bill Gates

In addition, the various e-marketing tools such as Trends, Publish or Active Campaign help you get to know your targets better and therefore respond more precisely to their expectations. This way you can personalize the messages sent.

Internet marketing techniques

Digital marketing as a global strategy

Several methods help to build an effective digital strategy. For this, it is possible to set up:

• An influencer marketing strategy. This consists of communicating with influencers so that they promote your brand.
• A social media strategy by the social media verification agency, by defining a charter and an editorial schedule. These will organize the pace and content of your publications or advertising campaigns.
• A net linking strategy that consists of obtaining a certain number of hypertext links from sites whose audience corresponds to yours.
• A content strategy thanks to inbound marketing, which develops personalized communication, aimed at attracting potential consumers while avoiding the feeling of intrusion of traditional approaches.

Traffic creation

Having traffic on your site is essential. Therefore, to improve the latter, several marketing methods are used:

• Inbound marketing, seen previously and allowing you to gently attract new prospects, convert them into customers, retain them and make them ambassadors for your brand.
• Content marketing consists of providing users with informative, qualitative and interesting content.
• Growth marketing, which uses the AARRR matrix: Acquisition, Action, Retention, Recommendation, Revenue thanks to optimized natural referencing, good indexing of pages, advertising and social networks.
• Marketing automation, which automates email advertising campaigns based on visitor behavior.

All these actions respond to requests from Internet users and, at the same time, create traffic.

Performance analysis (KPI)

To customize the actions to be taken, the analysis of your performance indicators is essential. It must be carried out upstream with the study of your persona (target client), your competitors and your sector of activity. It is only in the presence of these different elements that it will be possible to establish an appropriate action plan and analyze the repercussions.

These KPIs (performance indicators) must be associated with SMART objectives:

• Specific;
• Measurable;
• reachable;
• Achievable;
• limited in time.

It is also important to evaluate the sources generating visits, engagement on social networks or even your position on the results pages of search engines.

In addition, tools such as Google Analytics or the Google Search Console measure the performance of your website using various data: sales, traffic, user behavior, etc. These help you to set up a follow-up of your referencing by ensuring that you are always well positioned on relevant key queries and corresponding to real search intentions.

Loyalty

Final stage of the digital strategy: loyalty, which is however not to be neglected. Retaining long-term customers and building a database will be used for performance indicators and the launch of future communication campaigns.

To do this, several types of marketing are involved at this time:

• Inbound marketing, thanks to a personalized approach and the Marketing automation applications seen above.
• Content marketing, by offering relevant content for prospects on key themes in your field, continuing at the same time to strengthen your brand image and establish your position as a specialist.

Loyalty can therefore be done via a blog, a newsletter or a forum to interact directly with your users. Social media is also a great way to keep in touch through regular posts. They are also used to respond quickly to messages or comments from Internet users.

In short, digital marketing is a vast field bringing together a number of complementary sales techniques. They often intertwine to achieve a common goal. All these actions consolidate the brand image, increase traffic and improve digital performance. But implementing a good digital marketing strategy is not an easy task! This is why calling on professionals in this specialty such as a web editor can allow you to define a solid course of action that will bear fruit for sure.

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